Gartner Research

Understanding Customer Mental Models to Create Effective Commercial Messages

Published: 02 April 2018

ID: G00368254

Analyst(s): Marketing Research Team


Commercial insight must demonstrate that customers have missed something important about their business. This requires a more refined view of customers’ existing mental models or sets of beliefs and assumptions about their business. Use this resource to create your customers’ existing mental model.

Table Of Contents

More Detail

Components of Customer Mental Model

Selecting a Customer Objective

Characteristics of a Good Objective for the Customer Mental Model

Identifying Primary and Secondary Drivers

Characteristics of Good Drivers for the Customer Mental Model

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.